Framestore Pictures Flies You To Hawaii In New VR Campaign

‘Hawai’i VR’ combines cinematic live-action footage with virtual interactivity: a unique differentiation in virtual reality content, and one in which Framestore has a distinct positioning.

Framestore Pictures has a diverse roster of directors whose genres range from comedy to visual storytelling, all of whom are working in the Virtual Reality space. ‘Hawai’i VR’ is a joint venture between Framestore Pictures with Framestore’s VR Studio, one of the most prolific and awarded producers of VR and 360° content. 

Framestore won the project with MVNP, an integrated advertising agency based in Honolulu and an affiliate agency of DDB Worldwide and OMD’s Zero Code, the world’s most celebrated specialty group focusing on gaming and virtual reality.

‘Hawai’i VR’ explores virtual sightseeing of spectacular landscapes, including coastlines, waterfalls and rainforests, and is coupled with enticing activities such as hula, surfing and catamaran sailing.

“In terms of creative it was about trying to capture lightning in a bottle,” says Director Murray Butler. “We were showing off the natural beauty of Hawai’i so were always at the mercy of the elements. Along with all the variables of light and weather that can affect the cameras in play, we also had to get naturalistic performances from the local celebrities who weren't actors."

The 360° footage was shot across four islands: O‘ahu, Maui, Kaua‘i and the island of Hawai‘i. The virtual tour begins with the user floating as a paraglider through clear blue skies above the islands. The user selects an island to explore, then gently descends into the midst of a tour experience highlighting that island’s particular allure, environment and attractions. An island-based resident narrates as the tour guide, providing a personal perspective and advice on what to enjoy.

Having directors work alongside the creative minds in the VR Studio and the artists of the VFX teams makes for seamless experiences from pre-vis to delivery whether in VR or traditional commercial filmmaking.

Framestore provided visual effects including environmental clean up, stitching and composition. "To me that's the sweet spot—working with a tight-knit crew with meticulous planning," continues Butler. "Framestore’s ability to R&D ideas and workflow in pre-production and on location ensures that our execution and delivery is second to none."

‘Hawai‘i VR’ is customized for mobile and tethered platforms. The gaze of a user’s eyes controls selections from a mobile device, while the tethered experience is operated with Vive controllers, as the user holds them in the same way as the handles of a paraglider.

Hawai‘i VR is being launched with virtual tours of O‘ahu and the island of Hawai‘i on HTC Vive and iPhone. It can be downloaded for HTC Vive on Steam and on the iOS App Store for iPhone.